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Speakeasy Brewing Presentation - MBA Class

This was a presentation orginally done for the Guerilla Marketing class for the USF MBA program. I did it in conjunction with Ben Shan, MBA 2010.

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Speakeasy Brewing Presentation - MBA Class

  1. 1. Speakeasy Ales & LagersBen Shan and Darcy Villere<br />Guerilla Marketing Plan<br />
  2. 2. Agenda<br />Business and Brand Overview<br />Guerilla Marketing Goals & Strategy<br />Guerilla Marketing Tactics<br />Budget<br />Analytics & Metrics<br />
  3. 3. Speakeasy Ales & Lagers<br />Founded in San Francisco in1997<br />Website:<br />Brewery in the Bayview District of San Francisco<br />Distribution Strategy<br />Kegs and bottles are sold direct to bars and restaurants and bottles sold to retail partners such as Safeway<br />Speakeasy owns trucks and also uses channel partners for distribution and remote sales<br />Current coverage: 15 states, Japan, UK, Ireland<br />Competitors<br />Local microbreweries e.g. Gordon Beirsch<br />National, international beers<br />All other forms of alcohol e.g. wine, whiskey, etc. <br />
  4. 4. Competency & Uniqueness<br />Commitment to High Quality Beer<br />“A steam-fired brewhouse, designed for hands-on operation to maximize consistency and shelf-life.”<br />Company Web URL =<br />Flavorful, distinctive, hoppy tasting beer<br />Critical Acclaim<br />SF Weekly: ‘Best San Francisco Beer’ 2002<br />Higher than normal alcohol content <br />Distinctive Branding<br />Over 13 years invested<br />Iconic “eyeballs” logo<br />Consistent 1920’s Prohibition-era imagery<br />
  5. 5. Positioning - In Their Own Words<br />“beers built for a more discerning palate”<br />From:<br />
  6. 6. Brand Image<br />Strong and consistent iconography and theme<br />
  7. 7. Target Segmentation<br />
  8. 8. Guerilla Marketing Goals<br />To solve the following problems:<br />The lack of awareness in un-served geographies<br />Lack of loyalty in served geographies <br />Slow growth of sales<br />On a budget of $50,000, execute guerilla marketing tactics to: <br />Increase gross revenue by 10%<br />Boost brand awareness by 50%<br />Build brand loyalty <br />Drive beer sales<br />As a result of this campaign, we want potential and current customers to:<br />Try the beer<br />Recommend the beer<br />Go to a bar or restaurant that serves Speakeasy beers<br />Buy Speakeasy beer from a store such as Safeway<br />Ask for Speakeasy at bars and stores<br />
  9. 9. Brand Alignment<br />Speakeasy Brand Personality Traits:<br />Secret, Esoteric, Serious, Elite<br />Sophisticated, Discerning, High Quality, Old-Fashioned<br />Basic, Low-tech, hand-made<br />Traits That Wouldn’t Work<br />Cute, Friendly, Open, Welcoming – All-inclusive messaging<br />Cheap, Easy – Any discounting or freebies<br />High tech, Modern – Online, Facebook or email messaging<br />
  10. 10. Guerilla Marketing Strategy<br />Throw a Free Speakeasy Party<br />Speakeasy parties in the 1920’s style<br />Themed dress up<br /> 5 parties in Bay Area <br /> 2 parties in San Francisco<br /> 3 in Outlying cities<br /> Oakland<br /> Palo Alto<br /> Marin<br />Invitations for Contest Winners<br />Bottle Cap Contest<br />Bar Treasure Hunt<br />
  11. 11. Bottle Cap Contest<br />Bottle Caps with a special code<br />Enter code for validation – each code can only be used once<br />Collect email with each redemption<br />Code leads to a “Speakeasy Party”<br />1 Big Party<br />Party sizes are smaller for these 4<br /> Oakland<br /> Palo Alto<br /> Marin<br />San Francisco #2<br />
  12. 12. Video Contest<br />‘Guess the Bar’ Scavenger Hunt<br />Video contains hints to bars<br />5 pictures at 5 bars (their own private party)<br />Take a picture of yourself in front of the bars hinted at in the video to get invited to a special party <br /> Emailed to us<br />Affiliate Marketing Opportunity <br />Collaboration with key channel partners: bars and restaurants<br />
  13. 13. Online Tactics<br />[Embedded Video Slide]<br />Check out this video and my others at<br />
  14. 14. Channel Specific Tactics<br />Facebook<br />Advertise bottle campaign on Facebook<br />Provide hints to participants for video contest<br />Twitter<br />Create a hash tag for the party<br />Provide hints to the bars for video campaign<br />Photo updates as party goes is happening<br />Blog<br />Write a blog to stir up interest in the contest<br />Hints to help people to find the bars<br />
  15. 15. Online Tactics<br />Other Supportive Tactics<br /> Submit contest to Digg, Stumble Upon, Reddit<br /> Online advertising through local websites<br /><br /><br /><br /><br /> ????<br />
  16. 16. Budget<br />Total $50,000<br />Bottle cap stickers, operational incidentals - $5,000<br />1 Big Party - $15,000<br />4 Little Parties - $7,000 each<br />Online Promotional Ads - $2,000 <br />
  17. 17. Analytics & Metrics<br />Contest Based Metrics<br />Count bottle caps redeemed<br />Count new email addresses collected from contestants<br />Count photos submitted for Scavenger Hunt contest<br />Social Media Based Metrics<br />Track the lift in number of fans on the Speakeasy Fanpage<br />Track the lift to traffic to the Speakeasy site<br />Track tweets related to Speakeasy and the contest<br />Sales Based Metrics<br />Count new bar, restaurant and retailer customers<br />Track lift in sales to existing customers<br />Brand Awareness, Recognition, Recall Based Metrics<br />Online buzz metrics<br />Survey bar customers for awareness, recognition, loyalty<br />
  18. 18. Appendix: Speakeasy Definition<br />From:<br />
  19. 19. Appendix: Contact Info<br />Ben Shan<br /><br />Business Development Manager, Sony PlayStation®<br />Darcy Villere<br /><br />Social Media Marketing Consultant<br />